Something significant is happening in the adventure travel content space. We're witnessing what appears to be the first major transition in overlanding social media since the massive boom of 2020-2021, and it's creating a strange new landscape for both creators and enthusiasts.
Remember when overlanding content was created by experienced adventurers simply documenting their existing lifestyle? Those voices that taught us valuable skills and inspired us to explore are becoming increasingly rare. Many have disappeared entirely or drastically reduced their output. In their place, a new generation of content creators has emerged—many seemingly motivated more by becoming "influencers" than by genuine passion for the outdoors. The educational, inspirational content that characterized the boom has gradually transformed into product placement, brand integration, and content created primarily to attract views rather than share authentic experiences.
This shift parallels a broader societal pattern that's equally concerning. During 2020-2021, people collectively embraced a mindset that recognized life's fragility and the importance of pursuing meaningful experiences. There was a palpable sense of wanderlust and appreciation for outdoor adventures. Yet now, most have reverted to pre-pandemic patterns—working excessive hours, postponing adventures, and making excuses rather than seizing opportunities for exploration. The light of curiosity that once shined in people's eyes has dimmed, replaced by the comfortable glow of routine.
For long-time enthusiasts who found validation and community during the boom, this transition creates an internal struggle. The content that once provided abundant inspiration has dwindled, requiring us to rediscover our intrinsic motivation for adventure. Yet perhaps this challenge reconnects us with what made overlanding special from the beginning—not social media fame or brand deals, but the genuine desire to explore, learn, and connect with the natural world in meaningful ways. The question remains: how do we keep that flame alive when the social current is flowing in the opposite direction?
Use code Outskirts10 for 10% off your ticket to Overland of America, where I'll be attending and would love to meet up with fellow adventure enthusiasts!
